There are a lot of ways to advertise your business in Charleston South Carolina.
You can buy space on a billboard on one of the busy highways like Highway 17 or 526. You’ll get plenty of eyeballs on your billboard especially during rush hour when traffic is moving at a snail’s pace.
You can advertise on TV. The local stations have space that they will sell you during one of the nightly newscasts for a premium.
Then there is the Yellow Pages (do people still use that?), you can take out an ad in the Post and Courrier newspaper, or in the local Charleston Magazines.
If you want to find local customers, there’s no shortage of places to advertise.
But what if you want to target women, age 35-55, who like HGTV, yoga, live in a certain zip code, and use an iPhone?
Good luck getting that specific with any of those other advertising platforms.
There is good news though. You CAN do that with Facebook Ads.
Why Facebook Ads?
Facebook has almost 2 BILLION users registered on its platform. Millions spend hours on it every single day.
You are probably found this article on Facebook. See what I did there? 🙂
People are increasingly spending time on Facebook and Instagram (owned by Facebook) to connect with friends, family, be entertained, AND connect with local businesses that may have a product or service they want.
A lot of local businesses think that the best way to use Facebook to get customers aware of them is to post organically on their page so that people who follow them will see their post or new followers will find them.
If you have a Facebook business page with followers you know that even if you have a lot of followers when you post something you are usually disappointed in the amount of engagement you get.
The reason Facebook limits how many people (even YOUR followers) see your posts is because they want you to pay to reach them and reach more people who don’t follow you.
How dare them!
Making me pay to advertise on something like Facebook. It’s supposed to be free!
There’s more good news. Really good news.
Facebook’s advertising platform is extremely powerful and once you know how to harness its power, you can start to market your business to exactly who your best customers are and in any local area that you wish.
I know that a lot of people are familiar with Facebook’s ‘Boost Post’ option, but that’s only the tip of the iceberg.
Facebook has an entire ad platform that gives you literally thousands of ways to target your ideal customer.
Let me explain a little more about how it works.
How Facebook Ads Work
So I mentioned that I’m not talking about Boosted Posts here and that there is a more powerful way to do Facebook advertising.
You have to use something called Facebook Ads Manager.
It has waaayyy more options to target people than the boosted post function and gives you the power to create ads that are going to get your prospect’s attention and get them to take action.
So people are clicking on ads and not just watching cat videos.
Advertisers create an ad, pick who they want to target, and then they are charged a price for every one thousand people that see the ad (impressions).
They break it down into simpler terms like how much you are paying per click and CPM (cost per 1000 impressions).
The ads are served through an auction system and the advertiser with the highest click-through rate, and engagement (shares, likes, comments) usually is rewarded by moving to the front of the auction and having their ads seen by more of their target audience.
How Facebook Ad Targeting Works
You got a lot of choices when it comes to targeting in your Facebook ad campaign.
Here are just a few.
You can pick the geographic location that you want to target from within the Facebook Ads Manager.
You can go all the way down to a 10-mile radius and all the way up to a 50-mile radius.
You can even target by zip-code if you want to get really specific.
What if you know that your target customer tends to be female age 25-50? You can do that too.
Take a look at the graphic below. I have targeted people who live in a 15-mile radius of Charleston, men and women, age 25-50.
That gives me a potential audience that I can advertise to of about 230,000 people!
Ok I can hear what you’re saying. That’s great, I can target people in a certain area but what about the fancy stuff where I can REALLY target my best prospective customers.
Settle down. Zuck has you covered.
The Power of Facebook Interest Targeting
The real power in Facebook targeting comes from how much it knows about its users and what they like and do on the internet.
Some may think this is a little creepy, but business owners need to look at all of the information that Facebook stores on its potential customers as a gold mine just ripe for the plucking.
Gold mine and plucking don’t exactly fit but just go with me.
You see, when you like something on Facebook like a page, a post, a video, Facebook is taking that information and storing it among its thousands of servers all over the world.
They are constantly building a profile of you based on what you are doing when you are logged in to the service.
If you are constantly clicking likes on posts about Game of Thrones it knows that and keeps a record of it.
You can look at this one of 2 ways in my opinion.
We all get bombarded with advertising every single day. From online ads to TV ads, radio, billboards, etc..
Most of these ads are just targeting anybody.
With Facebook, they want to show you (and your customers) ads that are about things you actually care about.
The more info they have on you the more they can tailor advertising based on your specific likes and dislikes.
That also means YOU can use this to target people who might be interested in YOUR business.
You can target by pages that your potential customer might like and they will even give you suggestions for more pages to target.
Want to target small business owners that read The Wall Street Journal and have a Masters degree?
Yep, Facebook has you covered.
You also have the option to target your existing Facebook Page fans or exclude them from the targeting.
You can upload your email list of existing customers to the Facebook ads manager and target them with more offers.
Additionally, you can create what’s called Lookalike audiences in Facebook based off of your email list or pixel data from traffic to your website.
A lookalike audience is where Facebook takes an audience that you give them and creates an audience that is very similar to the people in that audience.
Lookalike audiences and retargeting audiences usually provide the highest ROI for our clients.
What Kind of Ads Work For Local Audiences?
There is one thing I want you to keep in mind when you are running Facebook ads.
NOBODY is on Facebook to see your ad, you have to stand out.
You need to offer something that is extremely appealing to your target customer so that they are compelled to take action.
That action might be to click the ad and go to a page and put their email in for a special offer or it may be to make a call directly from Facebook on their mobile device.
The point is this.
Make your ad about an offer that’s something that will get your prospects attention and get them excited.
Special deals, discounts, and promotions work really well.
Here are just a few ideas.
Restaurant – use an ad that shows really good photos of the food, the space, and give them an offer for something like a free appetizer or drink.
Retail – carousel ads showing your best products with an offer ad that gives them a discount.
Chiropractor – an ad that offers a $39 adjustment and consultation. Send them to a landing page that collects their info or use Facebook Lead Ads.
Contractor – make a video on your phone showing your crew working on a new local project and talk about how you are doing the job.
Don’t forget to retarget everyone who goes to your website or engages with your ad with an offer to take action and become a customer.
Here are some example ads:
You need to use eye-catching images or video and maker sure that you convey the value of your offer and give them a reason to click or take an action next.
What Needs to Happen After They Click the Ad?
The ad image and text is there to get their attention so that they stop scrolling and read your ad.
The next job of the ad is to get them to either click or call.
Most of the ads that we run for clients are sending them to a landing page where we collect more info for our client to contact them and make the sale or we can take their info right there inside of Facebook using an ad unit called Lead Ads.
You don’t want to give people too many other options after they click your ad.
You don’t want to send them to the homepage of your site.
At the very least have a page on your site that provides more info about the offer that they are interested in and a way for them to either contact you or fill out a form for more information.
Sending them to a professionally designed landing page that’s focused on getting them to perform the desired action and nothing else is the best option.
We build out professional landing pages or utilize Facebook’s Lead Ad feature because we’ve found that this increases conversions.
How Do I Get Started With Facebook Ads?
The first thing that you want to do is to make sure you have a Facebook business page created for your business.
It should have a professional looking header image and logo or if you are an individual use a professional photographer to make it look clean and sharp.
Once you have a page set up you need to go to the top of your Facebook page and click “create”.
After that, you will have to add a credit card to Facebook in order to run ads.
You then need to research a great offer, your targeting, create the ad copy, create a landing page, decide on a budget, and launch your ads.
Then the fun begins.
You have to constantly watch your ads and make sure that they are getting impressions, people are clicking the ads, test different images and ad copy, and optimize your funnel so that you are getting leads.
It’s a lot of work.
You have more important things to do like running your business and having a life.
Let Us Get You More Customers With Facebook Ads
Let us create a Facebook ad campaign for your business and start driving local customers to you using the power of Facebook ads.
We will help you come up with an irresistible offer that will get your prospective customer’s attention and design professional ads that draw them in like bees to honey. 🙂
Facebook ads are amazing and can work for a lot of local businesses but we need to make sure it’s a good fit.
If you would like to arrange a FREE call with us so that we can help determine if Facebook ads are a good fit for you just click the button below and fill out the info on the next page.
We are a local South Carolina company and we are located in Pawley’s Island (about an hour north of Charleston) and we love helping small businesses grow with Facebook advertising!